New Branson logo part of marketing program

The Branson/Lakes Area Chamber of Commerce and Convention & Visitors Bureau unveiled its new logo Jan. 25 as a kickoff to its 2000 integrated marketing program.

In green, blue and yellow colors, the logo includes the letter "B" designed as a musical note. The tag line on the logo, "That's entertainment," has been the organization's brand message since 1997.

According to Randy Fiveash, president and chief executive officer of the Branson chamber, the development of the new logo was driven by research using focus groups from several different markets.

"We had the consumers tell us what they liked," Fiveash said.

Bryan Harding, vice president of marketing for the chamber said the logo's design was challenging because the logo had to represent theaters, attractions and outdoor recreation in the Branson area.

Harding said the chamber initially used four different vendors and tested a short list of designs with four focus groups. The chosen logo was designed by Matt Graif, principal owner of Graif Design Inc. in Nixa.

The chamber selected NKH&W of Kansas City as its new media buying firm last October. "We're trying to attract more first-time visitors to Branson," Harding said. Harding said one of the goals of the new media plan is to buy more national cable television advertising spots.

The chamber will receive about $2 million from Branson's tourism tax to help fund its marketing program this year, Harding said.